Derek Dovale
morgan adams
Veronica Parihar
Harpreet
Promotion – Communications link between buyer & seller. Function of informing, persuading and influencing a consumers purchase decision Marketing Communication – Messages that deal with buyer-seller relationships Integrated Marketing Communication (IMC) – Coordination of all promotional activities to produce a unified, customer focused promotional message AIDA Concept – Steps through which an individual reaches a purchase decision: Attention, Interest, Desire & Action Promotional Mix – Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives.
Non-personal selling
Advertising
Product placement
Sales promotion
Direct marketing
Public relations & publicity
Guerrilla marketing
Sales Promotion – Marketing activities other than personal selling, advertising, guerilla marketing and public relations that stimulate consumer purchasing and dealer effectiveness Public Relations – Firms’ communications and relationships with it’s various publics Guerilla Marketing – Unconventional innovative and low-cost marketing techniques designed to get consumers attention in unusual ways. Sponsorship – Relationship in which on organization provides funds or in-kind resources to an eventor activity in exchange for a direct association with that event or activity Pulling Strategy – Promotional effort by the seller to stimulate final user demand, which then exerts pressure on the distribution channel Pushing Strategy – Promotional effort by the seller directed to members of the marketing channel rather than final users Objectives of Promotion
provide information to consumers and others
increase demand
differentiate a product
accentuate a product's value
stabilize sales
Measuring Effectiveness
impact on sales revenues for each dollar of promotional spending
recall
readership
consumer's perceptions of value in a product/brand/organization
cost per impression (online ad)
click-throughs
conversion rates
Chapter 14 Promotion – Communications link between buyer & seller. Function of informing, persuading and influencing a consumer’s purchase decision Marketing Communication – Messages that deal with buyer-seller relationships Integrated Marketing Communication (IMC) – Coordination of all promotional activities to produce a unified, customer focused promotional message AIDA Concept – Steps through which an individual reaches a purchase decision: Attention, Interest, Desire & Action Promotional Mix – Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives. Sales Promotion – Marketing activities other than personal selling, advertising, guerilla marketing and public relations that stimulate consumer purchasing and dealer effectiveness
Public Relations – Firms’ communications and relationships with its various publics Guerilla Marketing – Unconventional innovative and low-cost marketing techniques designed to get consumers attention in unusual ways. Sponsorship – Relationship in which on organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity Pulling Strategy – Promotional effort by the seller to stimulate final user demand, which then exerts pressure on the distribution channel Pushing Strategy – Promotional effort by the seller directed to members of the marketing channel rather than final users
morgan adams
Veronica Parihar
Harpreet
Promotion – Communications link between buyer & seller. Function of informing, persuading and influencing a consumers purchase decision
Marketing Communication – Messages that deal with buyer-seller relationships
Integrated Marketing Communication (IMC) – Coordination of all promotional activities to produce a unified, customer focused promotional message
AIDA Concept – Steps through which an individual reaches a purchase decision: Attention, Interest, Desire & Action
Promotional Mix – Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives.
Sales Promotion – Marketing activities other than personal selling, advertising, guerilla marketing and public relations that stimulate consumer purchasing and dealer effectiveness
Public Relations – Firms’ communications and relationships with it’s various publics
Guerilla Marketing – Unconventional innovative and low-cost marketing techniques designed to get consumers attention in unusual ways.
Sponsorship – Relationship in which on organization provides funds or in-kind resources to an eventor activity in exchange for a direct association with that event or activity
Pulling Strategy – Promotional effort by the seller to stimulate final user demand, which then exerts pressure on the distribution channel
Pushing Strategy – Promotional effort by the seller directed to members of the marketing channel rather than final users
Objectives of Promotion
- provide information to consumers and others
- increase demand
- differentiate a product
- accentuate a product's value
- stabilize sales
Measuring Effectiveness- impact on sales revenues for each dollar of promotional spending
- recall
- readership
- consumer's perceptions of value in a product/brand/organization
- cost per impression (online ad)
- click-throughs
- conversion rates
Chapter 14Promotion – Communications link between buyer & seller. Function of informing, persuading and influencing a consumer’s purchase decision
Marketing Communication – Messages that deal with buyer-seller relationships
Integrated Marketing Communication (IMC) – Coordination of all promotional activities to produce a unified, customer focused promotional message
AIDA Concept – Steps through which an individual reaches a purchase decision: Attention, Interest, Desire & Action
Promotional Mix – Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives.
Sales Promotion – Marketing activities other than personal selling, advertising, guerilla marketing and public relations that stimulate consumer purchasing and dealer effectiveness
Public Relations – Firms’ communications and relationships with its various publics
Guerilla Marketing – Unconventional innovative and low-cost marketing techniques designed to get consumers attention in unusual ways.
Sponsorship – Relationship in which on organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity
Pulling Strategy – Promotional effort by the seller to stimulate final user demand, which then exerts pressure on the distribution channel
Pushing Strategy – Promotional effort by the seller directed to members of the marketing channel rather than final users